The Business of SEO: Perception vs. Reality

As SEOs we often live in a bubble, sometimes it's a social media bubble where we only tweet amongst our peers, sometimes it's a literal bubble that we don't explore outside our comfort zone, but that bubble can easily keep us from seeing things that to consultants in other fields is painfully obvious. At the end of the day, an SEO consultant isn't any more special than a CPA or a Financial Planner, we're all consultants and ultimately our job is to give our clients what they want. The question then is, what do our clients want? Our clients want value, our clients want progress, and they're willing to invest in consultants to get what they want, but it falls to us to prove not just the value that we know exists in SEO and other Inbound Marketing tactics, but to also deliver the perception of value. Not only to our primary contact, but to their superiors and anyone else who ...